뷔페 레스토랑 식공간 연출이 고객의 심리적 반응 및 구매의도에 미치는 영향

Abstract

The purpose of this study is to examine the effects of space design on customers' psychological responses and purchasing intention in buffet restaurants. To achieve this, a survey was carried out on 500 men and women above the age of 20 who have experience of visiting buffet restaurants in Seoul during the past 6 months through October 11 to 20, 2012. The results are as follows. First, the effect of space design on customers' psychological responses in buffet restaurants showed that the gustatory, visual, audial, tactile and olfactory factors have an effect on customers' cognitive responses. The gustatory, audial, tactile and olfactory factors had an effect on customers' emotional responses. The gustatory and tactile factors had an effect on customers' behavioral responses. Second, the effect of customers' psychological responses on their purchasing intention showed that their cognitive, emotional and behavioral responses have an effect on their royalty. Their emotional and behavioral responses had an effect on their preference. These results are to differentiate from the existing studies by understanding the significance of appropriate creation for internal space beyond the limit, which has only characterized the necessity and importance of dining space creation as simple physical space and environmental factor for the organization and creation of dining space in the existing restaurants. Consequently, it is necessary to increase the integration of design elements that can arouse five senses in restaurants.